Total Video Convergence

The lines between broadcast and streaming TV are blurring, requiring marketers to diversify their video strategies.

Themes

AI-Driven Transformation , The Blurring of Physical and Digital Realities

Timeframe

near-term

Subcategories

Business Strategy Digital Platforms Marketing Streaming Services

Impact areas

Advertising Entertainment Media

Detailed Analysis

The increasing prevalence of smart TVs has made switching between broadcast and streaming seamless for viewers. While broadcast TV maintains significant reach, streaming is becoming the dominant viewing method for many, creating a complex landscape for TV advertising. This shift necessitates a diversified approach to video marketing, acknowledging varying viewing habits across demographics and geographies.

Context Signals

50% of people primarily watch streaming TV (TGI 2024 data) Net 8% decrease in broadcast TV ad spend planned for 2025 Net 55% increase in TV streaming ad spend planned for 2025 (Kantar Media Reactions 2024)

Edge

Rise of interactive and personalized TV advertising experiences. Increased use of AI for dynamic ad insertion and optimization in streaming. New revenue models for content creators through integrated brand partnerships within streaming platforms.

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